The aim of this final thesis is to investigate in detail the development of rural tourism in the Split-Dalmatia County and to analyze the role of the destination management company (DMC) in that process. Rural tourism, as a specific form of tourism, provides visitors with unique and authentic experiences that allow them to connect with the local population, get to know their customs, taste indigenous gastronomy, and experience the natural beauty hidden in the Dalmatian hinterland. This form of tourism offers a break from mass tourism and urban environments, giving tourists the opportunity to experience the authenticity, peace and simplicity of rural areas. The Split-Dalmatia County, as one of the most attractive areas in Croatia, has enormous potential for the development of rural tourism. This region abounds in historical sights, tradition, cultural heritage and natural beauty that includes mountains, rivers, lakes, and pristine coastline. An important role in the development process of rural tourism is played by destination management companies (DMC), which act as coordinators between different stakeholders in tourism. DMC are key players in the integration of cultural and historical attractions, encouraging cooperation with local tourism communities, and connecting with local producers and restaurateurs. The results of the conducted research indicate that DMC have a significant role in creating synergy between cultural, historical and natural attractions of the region. They ensure the effective promotion of rural areas as attractive tourist destinations, which contributes to the increase in tourist traffic and the economic well-being of the local community. In addition, DMC's cooperation with local tourist boards and small producers leads to the development of authentic tourist products that are adapted to the specific interests of visitors, which further increases the destination's competitiveness on the domestic and international market.